Question 1 of 20 5.

0 Points
__________ marketing refers to the process of developing solid knowledge about customers and their
likes and dislikes by tracking and using the pattern and content of communications to and from the
customers.
A. Profile
B. Customer focused
C. Closed-loop
D. Responsive
Question 2 of 20 5.0 Points
__________ refers to the ability of a business to identify and target individual customers, as with
pointcast technologies.
A. Addressability
B. Accountability
C. Customer-centric
D. Modularization
Question 3 of 20 5.0 Points
Prior to the emergence of relationship marketing, business researchers and practitioners emphasized the
importance of understanding and implementing practices that promoted a companys ability to:
A. bring a product to market.
B. complete transactions.
C. compete in the marketplace.
D. increase product prices.
Question 4 of 20 5.0 Points
__________ exists when an interaction between two parties indicates cooperative actions undertaken
for mutual benefit; that is, the customer becomes an active partner in creating the nature of the
exchange.
A. Synthesis
B. Symbiosis
C. A continuum
D. A collaborative orientation
Question 5 of 20 5.0 Points
Which of the following is NOT one of the fundamental shifts in the ways that business researchers and
practitioners address business exchange?
A. From a competition focus to a cooperation focus
B. From a discrete, company-based focus to a networked focus
C. From a relational exchange focus to a transactional focus
D. From a product focus to a person focus
Question 6 of 20 5.0 Points
By integrating and analyzing stored data, through a process known as data __________, businesses can
better match targeted offers to customer needs and expectations.
A. analysis
B. warehousing
C. management
D. mining
Question 7 of 20 5.0 Points
Customer __________ management is the oversight of the set of interactions between a company and
its customers, from initial contact through customer support.
A. lifetime value
B. relationship
C. life cycle
D. expectations
Question 8 of 20 5.0 Points
__________ is exhibited as willingness to rely on an exchange partner, based on perceptions of the
partners reliability and integrity.
A. Trust

B. Commitment
C. Satisfaction
D. Relationship
Question 9 of 20 5.0 Points
A(n) __________ is a software agent that can learn a customers preferences, and then carry out search
actions that match this knowledge with knowledge of other users preferences.
A. search engine
B. recommender system
C. CRM system
D. smart card
Question 10 of 20 5.0 Points
Which of the following is NOT an expectation of a payment system?
A. Integrity
B. Confidentiality
C. Authority
D. Authentication
Question 11 of 20 5.0 Points
As a communication resource, the Internet serves as a __________, or a means for closing the
marketing loop by obtaining feedback about the product experience from the consumer.
A. marketing agent
B. response device
C. database
D. transference device
Question 12 of 20 5.0 Points
__________ theory provides a framework that integrates complaint management processes with
psychological measures of relational exchange.
A. Decision
B. Delivery
C. Justice
D. Response
Question 13 of 20 5.0 Points
Which of the following is NOT a basis for assessing distributive justice?
A. Distributive expectation
B. Distributive equity
C. Distributive equality
D. Distributive needs
Question 14 of 20 5.0 Points
__________ are dimensions that reflect the behaviors and expectations of behavior in a particular
buyer-seller relationship.
A. Legal bonds
B. Cooperative norms
C. Operational linkages
D. All of the above
Question 15 of 20 5.0 Points
B2B customers in the high-tech industry prefer __________ for customer service communications.
A. telephone contact
B. CRM
C. the Internet
D. self-service
Question 16 of 20 5.0 Points
Which of the following is NOT a characteristic that defines software agents?
A. Collaborative
B. Agency
C. Intelligence

D. Mobility
Question 17 of 20 5.0 Points
Which of the following is NOT a dimension of perceived justice applied when a customer evaluates the
quality of complaint handling?
A. Distributive
B. Interactional
C. Transactional
D. Procedural
Question 18 of 20 5.0 Points
Satisfaction is most linked to:
A. product awareness.
B. recommendations.
C. trust.
D. sales.
Question 19 of 20 5.0 Points
Which of the following is NOT an aspect of transactional trust?
A. Integrity
B. Authority
C. Confidentiality
D. Authentication
Question 20 of 20 5.0 Points
Relationship profiles are based on relationship:
A. indicators.
B. connectors.
C. exchanges.
D. authentication.

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